Judgeable Covers Collection
The Judgeable Covers campaign for Brazilian publisher e-galáxia was created to boost reading of classic books by giving them a whole new look, with covers akin to steamy romances.
According to e-galáxia and its agency, Africa, on average people in Brazil only read two books a year. However, there are some keen readers out there: the titles topping the Kindle chart there are erotic romances with suggestive covers that typically feature men. Therefore, the campaign took classic titles—like Oscar Wilde’s The Picture of Dorian Gray, Herman Melville’s Moby Dick and Jane Austen’s Pride and Prejudice—and gave them a similar look.
Having analyzed the data about covers that sell, the agency’s redesigns included not only steamy artwork but suggestive pull quotes and editing of the font size in the titles to highlight particular words—you can guess what happened with Moby Dick and well, the Gray in the Wilde title was a gift, really, given the success of E.L. James’s Fifty Shades series. The redesigned books were also featured in an outdoor campaign.